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Influence has evolved from glossy celebrity endorsements to TikTok dances, AI avatars, and micro-creators running their own economies. In this opening episode of Hard Refresh, host Andrés López-Varela sits down with Dan de Sousa (Quiip), Sharyn Smith (Social Soup), and Tyler O’Day (Empire State Realty Trust) to explore the future of influence.
Together, they unpack how “authenticity” is becoming performative, why influence is more about cultural moments than follower counts, and what happens when AI influencers enter the mainstream. It’s a deep dive into how communities, creators, and technology will define trust in the decades ahead.
Together, they unpack how “authenticity” is becoming performative, why influence is more about cultural moments than follower counts, and what happens when AI influencers enter the mainstream. It’s a deep dive into how communities, creators, and technology will define trust in the decades ahead.
In this episode:
- Authenticity is no longer straightforward
The panelists explore how raw, lo-fi content became the new standard during COVID, but how even that has already hardened into “performative authenticity.” What once felt spontaneous now risks being just another tactic. - Cultural moments now matter more than reach
Influence has shifted away from raw follower numbers toward creators who tap into the zeitgeist (like local personalities turned viral icons at the Empire State Building) and brands are learning to chase moments rather than metrics. - AI influencers raise new ethical and creative questions
From Brazil’s “Lu do Magalu” to fashion avatars on Instagram, synthetic creators are amassing millions of followers. The group debates disclosure, deception, and whether audiences care if their influencer is human at all. - The shop-front economy of creators
Affiliate codes, TikTok shops, and brand partnerships have blurred the line between community and commerce. Some influencers now function like storefronts, while others fight to maintain long-term trust by aligning only with brands they genuinely use. - The future of trust and mental health
From loneliness to scams, the panel raises concerns about how over-reliance on AI avatars and algorithmic influence might undermine digital literacy, media trust, and even wellbeing.
This episode was recorded on the traditional lands of the Whadjuk Noongar people, live at State of Social '25.
Creators and Guests
Host
Guest
Dan de Sousa
As a Team Lead at Quiip, Dan is responsible for protecting and nurturing online communities for some of Australia’s most well-known companies. With deep expertise in customer experience, conflict resolution, community management, and social media strategy, he brings a thoughtful and values-led approach to digital engagement. Many Australians may know him through his work at Optus, where he made headlines worldwide as ‘Dan From Optus’ for his warm, educational responses to customers, particularly those questioning the company’s use of diverse languages in its advertising.
Guest
Sharyn Smith
Sharyn Smith is the Founder and CEO of Social Soup, Australia’s longest-running influencer marketing agency. A pioneer in the space, she has spent nearly two decades helping brands harness the power of influence, trust and creativity to drive business results. Sharyn has led award-winning campaigns for ALDI, Optus and Royal Canin, and spearheaded the development of Social Soup’s proprietary tech including Content IQ and the SMART Platform. She sits on the boards of AiMCO and the Audited Media Association of Australia, contributing to industry standards in measurement, transparency and ethical influencer marketing.
Guest
Tyler O’Day
Tyler O’Day is the Director of Social Media at Empire State Realty Trust, where he drives innovative social campaigns for iconic properties like the Empire State Building. Tyler previously served as Social Media Manager at Barstool Sports, crafting viral content and managing a nationwide college ambassador program. Tyler is graduate of the University of Massachusetts with a degree in Political Science and Communication.
What is Hard Refresh?
Discover what’s in store for us in the next 25 years of digital marketing and how the first 25 years of this century shaped our industry (and the world), in Hard Refresh.
This limited 10-episode series from Australia’s best marketing conference, State of Social, looks ahead at what trends, technologies, cultural shifts, and maybe even controversies, will define digital marketing over the next 25 years. Andrés López-Varela (a.k.a. ALV), one of Australia's most experienced marketing educators, is joined by a cast of industry leaders picked from the ranks of this year's State of Social speakers to unearth what's next for digital marketing.
Join them as they press F5 to discover a refreshed perspective on everything from the next evolution in social media to the role of marketing in culture, from the future of digital audio to the changing role of online video, from the era-defining impacts of AI and automation to the brave new world for marketing agencies, and much more.
Hard Refresh is recorded and produced on the traditional lands of the Whadjuk Noongar people, the Awabakal people and the Gadigal People of the Eora Nation.